As a longtime CEO who has also worked in member services, Cape Fear REALTORS®’ Janet Kane, RCE, CAE, knows this about member experience: Delighting members starts with listening.
Janet, when it comes to member experience, what have you learned that members most value from their associations?
The most sought-after experiences were those that educated members on how to improve their service to their clients, helped them improve their leadership skills and/or created an opportunity for them to engage in a way that promoted their business. Combining a “networking” event with an educational component is ideal.
Can you describe a successful program that truly delighted members?
One thing that appeals to everyone is feeling they are part of something bigger. Our association’s REALTORS® Give Back initiatives fulfill that desire by coordinating meaningful volunteer projects that engage members, elevate the REALTOR® brand and foster a caring culture. Cape Fear REALTORS® hosts food drives, makes homes accessible, supports coastal sustainability, builds beds for children, fundraises for homeless shelters and more. We cannot overestimate the value in enabling members to feel the rewards of giving.
What have you found is the best way to secure accurate feedback from members?
If you want to hear the “straight scoop,” attend brokerage office meetings! Members don’t hesitate to ask tough questions and provide honest feedback if they know you genuinely want to hear from them. Doing electronic surveys may be efficient, but being face to face with your members allows a more organic conversation, and they’ll give you more specifics (critical or positive feedback) than they will when responding to an electronic survey.
Members don’t hesitate to provide honest feedback if they know you genuinely want to hear from them.
What advice do you have for how to turn around a negative member experience?
You have to: 1) own it; 2) apologize for the frustration it caused them; 3) ask them how their experience could be improved; 4) find a way to ease the situation; and 5) be ready to implement their suggestion if possible! You can regain trust and loyalty if a dissatisfied member recognizes they were seen and heard.
So, in a nutshell, how do you summarize the value in being an association member?
First, I stop and listen. How do they define “value?” Is it being considered a “professional?” A “leader?” Is it helping others attain homeownership? Once I understand their personal values, I share how the REALTOR® organization will best meet those values. Agents who are REALTORS® have access to the best professional development offerings and opportunities to grow their leadership skills, and the strength of the association’s advocacy supports attainment of the American dream.
